The study used economic modeling to examine how potential royalty rate changes would impact YouTube’s business. It’s a dense report, but the takeaway is just how large a chunk of revenue could be going to the music industry. “Using 2015 data, we find that that a plausible royalty rate increase could produce increased royalty revenues in the U.S. of $650 million to over one billion dollars a year,” the investigators said.
Even as reports point to the positive growth contributed by subscription streaming, the revenue generated by ad-supported services such as YouTube have been rising at a much slower rate. Fittingly, this study dropped at the same time as the latest RIAA figures, which demonstrate that trend. RIAA CEO Cary Sherman took the data unveiling as an opportunity to question the royalty rates paid by YouTube and other such user-generated content platforms.
Given the interest in this subject, it seems likely that there will be continued pushback against the DMCA over the course of 2017. Stay tuned.